Wrigley has hired a senior health comms specialist to oversee a programme promoting the benefits of chewing gum to dentists, as part of a wider oral health focus for the brand.

Associate director of healthcare agency 90TEN Matt Kent has become the first dedicated global comms manager, world oral healthcare programme. The programme includes awards for professionals, supplying continuing professional development materials and research funds in the 47 countries in which it operates.

Kent’s hire coincides with the appointment of Porter Novelli, which has been briefed to increase the Extra brand’s oral health focus (PRWeek, 17 August).